Post by Thule Group

Thule expands in the dog transportation market through the acquisition of curli. Thule has signed an agreement to acquire Swiss-based curli AG. Over the past decade, curli has established a leading position in high-quality dog harnesses, which are sold in approximately 60 countries. The product range complements Thule’s current range of products for safe dog transportation in cars and on bikes. curli’s revenue in 2025 amounted to 6.4 MCHF (approx. 75 MSEK). Dog transportation products are one of Thule’s fastest-growing product categories and have been identified as a future “Champion” category. Champions are product categories where Thule is the global market leader and can out-innovate the competition. Building more and larger Champions is the top priority in Thule’s growth strategy. Since the launch of its first dog transportation product in 2024, the crash-tested Thule Allax dog crate, Thule has introduced several products for safe transport of dogs in cars and on bikes, all of which have been well received. curli was founded in Switzerland in 2010 by Mark Zimmerman and Roland Primus. As experienced mountaineers with extensive knowledge of harnesses, they began developing products to safely bring dogs into the mountains and thereafter, into other environments. curli’s dog harnesses are designed to be easy to use, reliable, and durable, and curli is now a global leader in the premium segment, in particular for vest-style harnesses for smaller dogs. The acquisition complements Thule’s current product range, and the products will, over time, be integrated under the Thule brand. Harnesses for larger dogs will be launched under the Thule brand already in the fall 2026. The acquisition of curli also adds a foundation for continued development of dog transportation accessories as well as opportunities for synergies in the form of expanded distribution of Thule’s dog products. “We welcome curli’s dedicated team and excellent products to the Thule family. The market for dog transportation is growing, margins are strong, and we look forward to continuing to grow the category with more safe products for cars and bikes, as well as more accessories,” says Mattias Ankarberg, President and CEO of Thule. “Thule and curli share the same philosophy of creating products that perform in real-world conditions, for people who want to live active lives. We are very much looking forward to continuing to develop more market-leading products as part of Thule,” says Roland Primus, CEO of curli. Mark Zimmerman and Roland Primus will continue in their current roles as part of Thule. Read the full press release at https://lnkd.in/eTBCfT3R